Branding - Pharmaceutical Executive

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Branding

The Essence of a Brand

July 30, 2007

Brand essence is the result of a mixture of empirical facts, brand personality, functional benefits, and feelings that leads to the differentiating brand idea

Brand of the Year

February 1, 2007

Gardasil embodies the kind of links between science, commercialization, and humanity that typify great pharma breakthroughs. It turned a medical success story into a campaign of empowerment. Merck used visionary science to produce a vaccine with the potential to eradicate the third-most-common cause of cancer worldwide, and taught girls how to talk about sensitive issues.

Global Style

November 1, 2006

From hedge clippers to balancing elephants, the 20th annual Rx Club Awards honored a display of ads featuring the most creative concepts from around the world.

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